Tag: MullenLowe Singapore

Indonesia – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with MullenLowe agencies to launch a horror-comedy campaign targeting Gen Z in Indonesia. Amid record-breaking heatwaves, the campaign blends supernatural folklore with humour to promote Lifebuoy’s cooling body wash.

Developed by MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia, the “Ketempelan Dinginnya” (“Get Possessed by Coolness”) campaign puts a playful spin on “Ketempelan,” an Indonesian term for spirits that cling to people, reimagining it through a refreshing, humorous lens.

In this campaign, “Ketempelan” is reinterpreted as the lingering sensation of heat and sweat that leads to discomfort and body odour. The campaign introduces Lifebuoy Cool Fresh and Lemon Fresh body washes, which claim to provide a 12-hour cooling effect, offering relief amid Indonesia’s extreme heat.

Parnil Sarin, global brand lead at Lifebuoy, said, “The horror genre is a favourite among Indonesians, especially the younger generation, and with the recent heat, it sometimes can feel like a nightmare. The new direction for our “Ketempelan Dinginnya” campaign underscores our brand’s commitment to remain relevant to younger, active consumers, a group who is constantly on the go and who demands freshness no matter the heat.” 

“We hope to encourage consumers to switch to Lifebuoy Cool Fresh or Lifebuoy Lemon Fresh by tapping on Gen Z’s love for humour and the supernatural while reinforcing the importance of hygiene,” Sarin added. 

The campaign rolled out across digital platforms such as YouTube, TikTok, and Instagram, alongside out-of-home activations. 

MullenLowe Singapore, MullenLowe Lintas Group, and MullenLowe Lintas Indonesia collaborated with Thai director Wuthisak Anarnkaporn and production company Factory01, infusing the film with a distinct touch of Thai humour. 

Vinay Vinayak, global business director at MullenLowe Singapore, said, “MullenLowe has been partnering with Unilever and Lifebuoy for decades. We understand that a legacy brand like Lifebuoy needs to be current and young in the way it speaks, which means breaking from tradition.” 

Vinayak continues, “Our research uncovered a culturally relevant insight—horror comedy is a popular genre among our target audience. This inspired us to take a bold leap, redefining hygiene communication with an unexpected, humorous twist. The result? Not only a fresh, engaging narrative for Lifebuoy but also a campaign that helps the brand stand out within the hygiene category.” 

Meanwhile, Sarvesh Raikar, president—creative at MullenLowe Lintas India, said, “The key task was, how does a 90-year-old speak to the 19-year-old of today? Lifebuoy? Horror? Comedy? It was indeed a scary thought and had to be executed while maintaining a fine balance between the brand and entertainment.” 

“Our director, Wuthisak Anarnkaporn, was exceptional in understanding this and helped us weave the story, keeping the brand essentials centre stage, such as the health expert and the germs—things that are fundamental to Lifebuoy’s identity. In fact, the health expert acting in the ad has been the same person for 15 years now. Except this time, he is much cooler, sporting sunglasses! ” he added. 

Singapore – MullenLowe Singapore has been appointed by the National Trades Union Congress (NTUC) as its creative agency on record, with a remit to improve brand awareness and perception of NTUC in its role to take care of workers’ welfare, wages, and work prospects in Singapore. This win follows a competitive pitch. 

Over a 27-month retainer, MullenLowe Singapore will develop integrated campaigns in Singapore that include ATL, BTL, Digital / Social, and Event Collaterals. 

Gonzalo Olivera, managing partner at MullenLowe Singapore, said, “We are honoured to have been chosen by NTUC as its creative agency of record. The work they do is incredibly important. As Singapore continues to progress rapidly, workers will always need someone to empower and care for them. We hope to support NTUC in its journey to champion workers in Singapore.” 

Meanwhile, Shona Tan, senior director of communications at NTUC, commented, “We look forward to working closely with MullenLowe to create meaningful campaigns that will resonate with workers in Singapore, reinforcing our belief that every worker matters. Through the campaigns, we want to inspire workers to take action for their careers with us alongside them, and to deliver on our commitment to enhance their lives and livelihoods.”

Singapore – Lifebuoy, Unilever’s hygiene soap brand, has teamed up with Moo Deng, the viral sensation baby pygmy hippopotamus, for its ‘H for Handwashing’ global movement, redefining the letter ‘H’ as a universal symbol for hand hygiene.

Created in collaboration with MullenLowe Singapore and MullenLowe Lintas India, the campaign features Moo Deng in her first-ever branded content video, ‘Confessions of Moo Deng.’ 

In the video, the beloved hippo humorously reveals her reluctance to follow her family’s legacy as the typical “H for Hippo” in the alphabet, preferring instead to give the letter ‘H’ a more impactful meaning for humans. Moo Deng believes she’s meant for more than just being the usual “H for Hippo.” After watching humans daily, she concludes that ‘H’ should stand for something more valuable: handwashing.

The campaign also debuts an AI-powered hippo teacher that comes to life to teach kids #HforHandwashing through interactive, personalised games, activities, and songs. Children and parents can access this engaging AI experience by scanning the QR code featured in the video.

Together with Moo Deng, Lifebuoy’s AI-Teacher Hippo marks a major step in Lifebuoy’s mission to make handwashing a lifelong habit for children worldwide. Since 2020, Lifebuoy has led the way in transforming hand hygiene education with its ‘H for Handwashing’ campaign.

Khim Yin Poh, global brand vice president at Lifebuoy said, “We are thrilled to work with the  world’s most popular and adorable hippo Moo Deng, and the most tech-savvy and loving AI Teacher Hippo, for our ‘H for Handwashing’ campaign.” 

“As the world’s number one selling germ  protection soap, Lifebuoy’s global movement aims to forever change how the alphabet is taught,  with the simple recommendation that the letter H should not stand for hippo, horse or house, but  should instead become a ubiquitous symbol for handwashing. We believe having the endorsement  of Moo Deng in her first ever branded content video will reinforce our important message for  children and adults alike, as a step towards improving handwashing behavior around the world,” Poh added. 

This Global Handwashing Day, Lifebuoy has joined forces with MullenLowe Singapore, MullenLowe Lintas India, Aircards, Microsoft, Columbia Business School, and leading experts in gaming, behavior change, hygiene, and education.

Vinay Vinayak, global business director at MullenLowe Singapore, said, “Every year Lifebuoy  celebrates Global Handwashing Day as a marquee event, and this year, we want to reach out to  more children and adults alike with our two new lovable champions: Moo Deng and AI-Teacher  Hippo. While Moo Deng can win over audiences and convey the important message of handwashing  through her adorable personality, AI-Teacher Hippo will be able to capture different children’s  preferences by offering unique personalized experiences that make hygiene education both fun and  unforgettable.” 

Sarvesh Raikar, president – creative at MullenLowe Lintas India, also shared, “As the world is looking at  innovative ways to use celebrities and influencers, we are proud of how we could use a unique  global personality like Moo Deng to refresh our multi-country behavior-change campaign  #HforHandwashing. Moo Deng (Hippos) was integral to the campaign idea and the video ‘Confessions of Moo Deng’ helps us deliver the core idea in an unsuspecting, memorable way.” 

Lifebuoy’s global ‘H for Handwashing’ movement has embedded essential hygiene practices into school curriculums worldwide through partnerships with parents, educators, governments, NGOs, and organizations like Sesame Workshop. This initiative has reached over 14 million children across 35 countries. 

Singapore – The Land Transport Authority (LTA) has teamed up with MullenLowe Singapore to commemorate the 10th anniversary of the beloved ‘Thoughtful Bunch,’ the homegrown icons promoting gracious behaviour among commuters.

The Thoughtful Bunch—Stand-Up Stacey, Give-Way Glenda, Hush-Hush Hannah, Move-In Martin, and Bag-Down Benny—have been raising awareness across Singapore about proper commuting etiquette and encouraging gracious behaviour.

For this anniversary campaign, the Thoughtful Bunch characters are featured in a new series of visuals, interacting with each other for the first time in 10 years. Conveying the core message of ‘thoughtfulness thriving through shared gracious acts,’ these interactions emphasise the importance of practicing graciousness and thoughtfulness as a collective effort.

LTA is also hosting a special birthday celebration for the Thoughtful Bunch. Taking place from October 11–13, the 3-day event will showcase the iconic characters as custom life-size sculptures, symbolising a decade of thoughtful acts and graciousness.

The celebration will feature a variety of games centred on thoughtfulness and graciousness in public transportation, with Senior Parliamentary Secretary for Transport Baey Yam Keng serving as the guest of honour to officially open the event.

To further extend graciousness to the daily lives of Singaporeans, LTA also partnered with BreadTalk to launch nine limited edition products. The ‘BreadTalk Thoughtful Collection’ will be available throughout October at selected BreadTalk outlets nationwide, featuring an assortment of buns, cakes, and toast inspired by the five Thoughtful Bunch characters.

This marks the second consecutive year that MullenLowe Singapore has collaborated with LTA as their creative agency, overseeing everything from conceptualisation to deployment across all campaign aspects. 

This year’s 360° integrated campaign includes a diverse range of out-of-home assets, such as MRT platform screen doors, wall stickers, walkway banners, in-train displays, bus wraps, along with social media and digital content.

Roan Ebrahim, regional business director at MullenLowe Singapore, said, “We are pleased to collaborate with the Land Transport Authority for the second year running. This year’s graciousness campaign extends the strategy of the previous year’s and encourages people in Singapore to be gracious together. We also aimed to shift the strategy from the ‘what’ to the ‘why’, seeking to remind commuters on why we should choose to be gracious, from being focused on raising awareness to being driven by motivation.” 

Launched in 2009, the Graciousness on Public Transport Campaign aims to encourage thoughtful behaviours such as giving up seats, queuing orderly, and moving in to ensure a more pleasant commuting experience. These gracious and considerate actions are embodied by the Thoughtful Bunch, introduced in 2014.

The time of the year has arrived once again for us to sing, sometimes with tears in our eyes, that this is home, truly, where I know I must be. Every National Day, we celebrate what it means to be Singaporean — but this is hardly a static concept as societal norms shift and models of life and work evolve. 

The world has become more hyper-connected than ever and we’re inevitably influenced by different cultures and ideas. This has led to a new generation of Singaporeans having different hopes, dreams and aspirations. Meanwhile, the recent Forward Singapore exercise called for a refreshed “social compact”. This means what Singaporeans are expecting from the government, businesses, employers, and themselves are evolving like never before. 

Our new Prime Minister Lawrence Wong is championing the message that the incoming 4G leadership is “prepared to relook everything” and “re-examine all [their] assumptions”. This includes what young people are looking for in life. Singaporeans are feeling more empowered to chart their own paths and see beyond traditional achievements of high grades and material success. 

We see this perspective shift clearly in the recent brief we received from the Ministry of Digital Development and Information, with whom we produced an anthology of four films that showcase a desire to help Singaporeans better navigate the uncertainties in today’s world and attain their aspirations in providing multiple pathways to success. 

During earlier and safer days, I remember my parents literally sitting behind me when I was making my post-secondary school choices to make sure that I was choosing a junior college (JC). The one path to success was clear: do well in school, ace the A-levels, get into university, choose a well-regarded career track like medicine, law or engineering, buy a house, settle down, and live happily ever after. When I was in school, many of my peers aspired for a FIRE lifestyle — financial independence, retire early. 

But today, we’re seeing so many diverse pathways. From an executive leaving their job to take over a hawker stall, to an author getting a six-book deal for stories based in Singapore, to some of my peers opening their media publishing company straight out of school, more Singaporeans are pursuing their passions and making a living out of it — convention be damned. We’re hearing of more people choosing to enter polytechnics, not just because they could not get into a JC, or doing apprenticeships because they already know what they want to do. 

Singaporeans are also settling everywhere around the world and embracing being a global citizen, with more Singaporeans heading to more unusual locations for study and work. But this also means that the Singaporean identity has to evolve, from one where being Singaporean means living in Toa Payoh and eating chicken rice, to one where we look to stay Singaporean by holding a common set of values such as meritocracy, opportunity and multiracial harmony, regardless of where we are in the world. 

And what does all this mean for the marketing and advertising industry?

As an advertiser, we must keep our finger on the pulse of what makes Singaporeans tick. Our recent insights and work tell us that the ideas of happiness and success are ever evolving in our local landscape, and the younger generations are transforming previously established ideals and institutions. 

For example, a study MullenLowe Singapore conducted among 1,280 Gen Zs showed that 60% of those surveyed are more likely to choose passion, learning opportunities and development, though many held the perception that all Gen Z desired was a good salary and quick progression. It was also surprising to find that Gen Z valued learning opportunities (ranked 2nd, 18.9%) over features like being their own boss (5th, 10.3%) or pursuing their passion (6th, 7.8%).

As advertisers and purveyors of culture, the work we produce helps to shape social narratives. There is an opportunity for us to help our young Singaporeans feel represented, validated, comforted and supported in their quest for greater purpose and meaning. We need to steer away from old scripts and rewrite new ones, so that we can not only resonate with Singaporeans but also help encourage them to lead their lives on their own terms. 

We should also interrogate our own notions and stereotypes of status, equality and progress — and the people who represent these ideals. If we choose to portray people in stereotypical roles, such as the older Chinese hawker, or the Malay makcik taking care of her kids, we end up reinforcing these stereotypes. But by presenting people in situations they could aspire to be — like the ITE student working in aerospace, or an older worker upskilling — we show Singaporeans a multitude of different futures. We dare them to dream bigger and aim higher, and in doing so we help to influence the Singapore of tomorrow. 

At the end of the day, advertising is about daring to dream differently — so we’re absolutely here for these recent evolutions in the Singaporean psyche, and we look forward to a more vibrant, fun and inclusive culture. 

This thought leadership is written by Kevin Koh, Senior Growth Manager at MullenLowe Singapore

Singapore – CLEAR, the male shampoo brand by Unilever, has teamed up with MullenLowe Singapore to unveil its newest mystery-themed campaign, starring two prominent football superstars as detectives cracking the case of hair woes.

In the humorous and lighthearted campaign film, Norwegian footballer Erling Haaland takes on the role of a detective, unravelling the mystery of elusive white flakes left behind by their victims. Along the way, he uncovers a multitude of men grappling with hair concerns, their confidence challenged by a cunning crime boss who maliciously switches shampoos. 

The storyline extends to Rio de Janeiro, where a parallel white-flake dilemma unfolds, culminating in the introduction of Brazilian football star Vinicius JR as the new face of CLEAR Men.

Developed by MullenLowe Singapore, the film draws on contemporary audiences’ love for crime dramas on streaming platforms, cleverly employing familiar television tropes to resonate with viewers and present the issue of dandruff in a relatable manner. 

CLEAR’s brand film anchors a comprehensive 360-degree campaign incorporating digital and in-store activations. It was launched innovatively, foregoing traditional TV commercials in favour of cinematic trailers through strategic media buys. Additionally, TikTok-inspired content serves as a primary vehicle for ongoing engagement with audiences.

Ahead of UEFA’s EURO 2024, CLEAR’s latest brand campaign showcases its newest ambassadors, football stars Erling Haaland and Vinicius JR. The choice of Erling Haaland and Vinicius JR as new ambassadors for the brand continues a tradition of CLEAR Men using celebrity endorsements for its brand communications. 

While the new campaign maintains CLEAR’s connection with elite football players, the film represents a notable shift in CLEAR’s communication strategy. Departing from the traditional portrayal of ambassadors as hyper-masculine figures exuding bravado, the film embraces a humorous and light-hearted tone that offers a more humanistic and inclusive depiction, likely appealing to a broader audience.

Elsharkawy Mohamed, global brand VP for CLEAR Men, said, “Both Erling Haaland and Vini Jr. have been making waves globally with their legendary football feats, each milestone in their careers a testament to their unwavering excellence. This spirit perfectly aligns with what CLEAR Men stands for as a brand—to be inspiring, pioneering, and always pushing boundaries with what we do. Through this partnership, we are excited to spotlight Haaland’s winning spirit and charisma, as well as Vini Junior’s impeccable style and unshakeable confidence.” 

Meanwhile, Subarna Prabhakar, global business director at MullenLowe Singapore, said, “The new take of this CLEAR campaign, which styles its new football superstar ambassadors as detectives instead of portraying them as typically excelling on the football pitch, aims to connect with new generations of consumers who are content-savvy and hungry for impactful storytelling. We are also delighted to launch Clear’s partnerships with Erling Haaland and Vinicius JR in a far more digital and non-traditional way, which we hope will create a lot of buzz and get people thinking differently about the issues of men’s dandruff that Clear has been tackling for decades.”

Also speaking on the campaign, Erling Haaland shared, “I am excited to kick off this new campaign with CLEAR Men! It was a fun challenge to step into a character role, and I hope people find it entertaining. It’s a perfect partnership! I’ve had tonnes of hairstyles, and CLEAR Men works great because it is made for men’s scalp and hair, so I don’t have to worry about dandruff, grease, or itchiness.”

Vini Jr. added, “I am thrilled to be a part of this brand partnership, proudly representing and celebrating my Brazilian roots. And what better way to do it than by working with the world’s number one men’s shampoo?”

Singapore – Youthline, a charity that provides youth mental health assistance, and PleaseStay Movement, a non-profit suicide advocacy group, have started an initiative to shed light on the deep and long-term consequences of youth suicide. Titled ‘The Rooms That Remain’, this effort was implemented in conjunction with MullenLowe Singapore.

As part of the initiative, “The Rooms That Remain” was released, which reconstructs the bedrooms of three young Singaporeans who sadly committed suicide. These private areas, which are brought to life by the memories that their families have preserved, provide a moving window into the lives and legacies of these cherished young people.

From June 24 to June 30, the show is on display in the Wisma Atria retail centre in Singapore.

Visitors can also have a more profound comprehension of the true narratives of these figures and the catastrophic consequences for the bereaved families by entering these reconstructed rooms. A webpage with digital copies of the rooms complements the real display. 

Online users are able to explore these areas and learn more about the private histories of the people who inhabit the rooms. The website will also include details on pro-bono counselling and a live mental health helpline, as well as information on how to access Youthline’s mental health resources. 

This program is supported by a number of partners, including The Merry Men Works, whose aim is to create experience spaces for meaningful encounters and has played a role in bringing the rooms to life. In addition, New Charis Movers offers reliable packing services to assist families in finding closure following the loss of a loved one.

Talking about the initiative, Valerie Lim, co-founder of PleaseStay Movement, said, “Talking about suicide is heart-wrenching and difficult. However, meaningful conversations need to happen to help clarify and dispel fear about suicide among the wider public, and more importantly, build collective compassion and break the stigma which survivor-families face. ‘The Rooms that Remain’ is an open platform that offers a safe manner to broach the subject of suicide. Through these living spaces, we are invited to appreciate the lives of youths who had sadly succumbed to suicide. Here, we can ponder or discover how mental health affects us all and that, ultimately, we have a shared responsibility to look out for each other.” 

Meanwhile, Marc Khoo, chairman of Youthline, stated, “The alarming rates of suicide among youths and the rise in proportion of youths in distress in Singapore calls for greater awareness, support, and collaboration across the community. Our goal is to provide a listening ear and effective support to young people who are struggling, as early as possible — and we aim to do so in the most accessible way. By creating a safe, non-judgmental space for youths to address their struggles, we hope to rein in mental health challenges before they become acute and inch closer to a future where no youth feels alone.”

Singapore – Startup Base Genesis has collaborated with creative agency MullenLowe Singapore to reimagine the cultural practice of joss paper burning with the launch of ‘Eco Hell Note’. 

Eco Hell Note is a joss paper innovation that burns cleanly without leaving any residue. It is printed on nitrocellulose paper, making it a sustainable product that ensures complete combustion, leading to a cleaner and more sustainable practice.

Launched in time for the Qingming Festival, the innovative product prevents excessive purchasing and burning of joss papers for ancestors by using the largest possible denomination of money in the Chinese language, ‘Yi ji’ (一极) at 48 zeroes, such that a single note represents stacks of hell notes. 

Furthermore, it is carefully crafted to reflect the traditional aesthetics of joss paper, featuring auspicious colours such as gold and red, unique serial numbers, and an imperial seal. 

Burning the Eco Hell Note does not leave ash residue due to the use of flash paper, which burns completely. The note also has a special coating that creates a stunning visual spectacle when burned.

Eco Hell Note reduces paper waste and offers an environmentally-friendly alternative to burning joss paper while maintaining respect for traditional practices.

Base Genesis is a startup dedicated to revitalising cherished traditions and connecting past wisdom with future aspirations. 

Chris Huang, co-founder of Base Genesis, said, “At Base Genesis, our mission is to help our traditions flourish and remain relevant for generations to come, ensuring they not only endure but also contribute positively to the world. We hope that the Eco Hell Note can help more people uphold our traditions that are dear to us in a way that is sustainable, socially responsible, and in keeping with our values of filial piety, giving thanks, and sharing with those in need.”

Shengjin Ang, executive creative director at MullenLowe Singapore, also shared, “We are delighted to work with Base Genesis to produce this new spin on the hell note, reimagining a traditional cultural artefact that has been part of Chinese culture for centuries. We believe this innovation will bring the younger generation into the conversation, helping them to find a balance between continuing cultural customs and practicing a way of life that is important to them.”

Singapore – The Singaporean Ministry of Communications and Information has teamed up with creative agency MullenLowe Singapore to create a Chinese New Year film that celebrates the unity and resilience of Singaporeans as they celebrate the occasion.

Made in collaboration with local director Royston Tan, the film titled ‘Extended Love’ by MullenLowe Singapore and MCI displays how Singaporeans value both their family and their community. 

The film features a young overseas-based Singaporean woman who returns home for Chinese New Year to persuade her grandmother to join her family abroad. However, she soon learns that her grandmother, who runs a ‘cai png’ (mixed rice) stall at a coffee shop, has started her own tradition of bringing neighbours together for a  cai png reunion dinner at the coffee shop every year, showing that she is not without family within the community.

Talking about the film, Tan said, “The film explores our notions of family and community, and how ‘extending’ the warmth of a meal to those around us can make for a joyful reunion. Through the film, we want to highlight the beauty and strength of strong community ties, while encouraging Singaporeans to come together to celebrate the festive occasion in new and meaningful ways.”

Meanwhile, Paul Soon, CEO of MullenLowe Singapore, commented, We are delighted to collaborate with Royston to produce the film ‘Extended Love’ this Chinese New Year. In this short film, we recognise that Singapore is becoming more diverse in terms of aspirations and preferences, even in celebrating our key festivities, but that what makes us Singaporean — resilience, unitedness, inclusiveness — remains the same.” 

“This mirrors the values of the Forward Singapore exercise as we build our shared future. We hope this heartwarming story can remind Singaporeans of what’s truly important — being present for each other,” he concluded. 

The film is now on the official Singaporean Government’s social media channels and can be viewed on Free-To-Air Television, Ch 8 and Ch U from February 2 to February 25, 2024.

Singapore – The country’s Land Transport Authority (LTA) has tapped MullenLowe Singapore to conceptualise the latest iteration of its ‘Graciousness on Public Transport’ campaign.

The campaign, which was first launched in 2014 by the government body, is led by iconic characters Stand-Up Stacey, Move-In Martin, Give-Way Glenda, Bag-Down Benny and Hush-Hush Hannah of the Thoughtful Bunch. 

The annual campaign reminds and nudges commuters to take action to spread graciousness for a more pleasant everyday journey across the country’s MRT network.

Commenting on the campaign, Agnes Lim, director of marketing communications at LTA, said, “The annual Graciousness on Public Transport Campaign started in 2009 to promote acts of thoughtful behaviour on public transport, such as giving up seats, queueing in an orderly manner, and moving in for a more pleasant commute. These characters are just like the everyday commuter, trying to do the right thing to make the travel experience on public transport more pleasant.”

Meanwhile, Paul Soon, CEO at MullenLowe Singapore, commented, “It is always exciting to have the opportunity to work on Singapore icons like the Thoughtful Bunch, who through the years have developed a close affinity and relationship with all who live and commute in Singapore. We intend to continue to build on what has already been so successfully nurtured by Agnes and her team by extending the emotions that all Singaporeans should feel when they take the steps to be thoughtful.”

This latest campaign will launch in the third quarter of the year, and will run for 6 months island-wide, across out-of-home, digital and social communications.